Snoop Dogg Brews Up New Venture with Indonesian Coffee Line

The iconic hip-hop artist Snoop Dogg launched his coffee brand INDOxyz last week. It specializes in coffee products from single-origin beans from Sumatra, Indonesia.

The website says INDOxyz features beans from the Gayo region of north Sumatra, which are “valued for their rich flavor of dark chocolate with elated herbal notes.”

A press release says it is available in specific parts of California, but people outside the US may order via UPS courier service.

How did Snoop Dogg start INDOxyz

Famous American rapper Snoop Dogg launched his new brand of Indonesian coffee with the name INDOxyz in the United States on Sunday (3/12). Snoop Dogg collaborated with Indonesian coffee entrepreneur Michael Riady from the Lippo Group in producing INDOxyz coffees.#SEAToday pic.twitter.com/2eLipHQnc8

— SEA Today News (@seatodaynews) March 14, 2023

Snoop Dogg co-launched his new coffee business with Micheal Riady. The latter is a member of the billionaire Riady family that owns the Lippo Group conglomerate.

The INDOxyz describes how Snoop Dogg gained inspiration for the coffee brand:

“During a visit to Indonesia, Snoop Dogg was introduced to local coffee via five-generation Indo native Micheal Riady. All it took was one sip, and Snoop was hooked.” 

Also, the hip-hop artist said he intended INDOxyz for “creative risk-takers and innovators’ and is seeking to inspire the next generation of entrepreneurs.” 

Moreover, he explained his long-time relationship with coffee:

“My relationship with coffee goes way back. The many long nights in the studio making hit after hit, coffee provided the fuel which kept us going.”

“Today marks the launch of a new company I created along with my partner Michael, who introduced me to the best-tasting Indonesian coffee.”

“Indo is going to change the industry. I can promise you that.” Moreover, he affirmed his trust in Indonesia’s potential during an interview with Daily Coffee News.

“I’ve always had love in Indonesia, and Michael always took care of us when we were over there,” Snoop Dogg declared.

 “He showed me the best coffee in the world, and we made it happen from there,” he continued. The Riady family has been growing coffee in Indonesia for five generations. 

In 2017, Micheal Riady founded a coffee company called Tentera Surf & Coffee Roasters which specializes in all-organic, 100% Indonesian coffee.

Meanwhile, Snoop Dogg is well-known as a weed-loving rapper and an all-around chill guy. Yet, he is a business-savvy individual who invests in various companies.

For example, he is the founding partner of the cannabis-focused investment fund Casa Verde Capital.